Srishti Bhatia: What Started as Self-Care Became a Form of Expression and Connection (Fashion & Beauty Influencer, 499K Followers)

Srishti Bhatia Interview

 “From a Nokia phone to a full-time brand — the story of India’s original fashion blogger who made authenticity her strategy.”

Q. You started Style Fashion Etc. back in 2010. What drove you to begin creating content so early, and what kept you going through all these years?

I began my journey back in 2010, during my final year of graduation. I’ve always been an avid reader, and over time, that love for books turned into a fascination with fashion. I started reading international fashion blogs since there were hardly any Indian creators back then — and I found myself completely drawn in their content. 

One of my friend suggested that I start my own blog, knowing how much I loved reading and writing. I’d always dreamt of writing a novel someday, so I thought, why not give this a try? At worst, I’d learn something new. 

So I began documenting my outfits and sharing what fashion meant to me, purely out of passion. The photos were taken on a Nokia phone, the writing came straight from the heart, and I had no idea it would someday evolve into a full-fledged career.

What kept me going was simple — I genuinely loved doing it. Over time, a small community began to grow around my blog, and that connection became a huge motivator. My blog even helped me get into fashion school — the interviewers were impressed that I’d built something on my own. 

Later, it led to my first styling job when the CEO of the company appreciated my sense of style and what I had created through my blog. That one decision to start something small opened so many doors. Looking back, I’m deeply grateful for taking that leap back in 2010 and for the amazing community that’s been with me ever since.

Q. Over time, your content shifted heavily toward beauty and skincare. Was that a conscious change or did audience demand guide you there?

I’ve always loved makeup and skincare, but for a long time, I didn’t feel confident enough to show my face up close with all its imperfections. The turning point came during the lockdown period. Being confined at home, I started taking consistent care of my skin and became more mindful of what I was eating home-cooked, clean meals since ordering in wasn’t an option. Over time, I started noticing real improvements — not just in my skin, but in how I felt about myself.

That’s when I began sharing more openly — skincare routines, simple habits, and makeup looks that made me feel good. During that time, fashion felt a little irrelevant since we were all indoors, but beauty was something universal. It became less about “products” and more about comfort and confidence. 

What started as self-care became a form of expression and connection. The response from my audience was incredible — people related to it deeply, and soon, beauty brands started to take notice too. That shift ended up being one of the best decisions I made.

Q. As someone who works both as a creator and in brand solutions, what non-obvious mistake do you see brands making when partnering with influencers?

One of the biggest mistakes brands make is taking away a creator’s creative freedom. After being in this field for over 15 years, I’ve learned that creators understand their audience better than anyone else. When that freedom is restricted, the content often feels forced — and audiences can tell.

Another common issue is brands giving the same brief to multiple creators. When everyone posts identical content, it becomes painfully obvious that it’s an ad. It hurts both the brand and the creator’s authenticity. Real impact comes when brands trust creators to bring their own voice and style into the campaign. That’s where the connection happens, when the message feels genuine, not manufactured.

Q. Which new content vertical — travel, home decor, or another area — are you most excited to explore next, and why do you think it fits your brand now?

Over the past year, I’ve been diving into travel content, and it’s something I’m truly passionate about. I love documenting my journeys — from must-visit spots and food experiences to little travel hacks that make life easier. The response from my audience has been so encouraging that it’s inspired me to take this vertical further.

Home decor is another space I’m really drawn to. I can’t reveal much just yet, but it’s something I’ve been working on quietly behind the scenes. You’ll probably start seeing content around it in the next few months. I think both travel and decor blend naturally with my personality and storytelling — they’re extensions of the lifestyle I already love sharing.

Q. People often see the polished final reel, but what’s one behind-the-scenes reality of being a creator that your audience would be surprised by?

I think it’s important to distinguish between collaboration reels and organic content. For collaboration reels, which are done in partnership with brands, the amount of effort behind the scenes is something my audience would probably be surprised by. 

Before the shoot even begins, there’s a lot of back-and-forth. The brand reaches out, we negotiate a mutually agreeable deal, and then they share a brief. From there, we draft a script that often goes through multiple revisions. Every detail of the shoot - outfit, background, jewelry, makeup, or even minimal styling for a skincare reel, needs to be approved.

Once the shoot happens, there are often reshoots or edits requested if something doesn’t align with the brand’s vision. The final output might be a 30-second reel, but the planning, coordination, and effort behind it can easily amount to 30 hours or more. It’s a complex, meticulous process that most viewers don’t see when they watch the polished final content.

Bio

Srishti Bhatia (@srishtisbhatia) is one of India’s earliest fashion and beauty content creators, with over 15 years of experience in digital storytelling. She began her journey in 2010 with her blog Style Fashion Etc., at a time when the concept of influencers barely existed in India. What started as a passion project from her graduation dorm has evolved into a full-fledged digital brand rooted in authenticity and creativity.

Srishti’s content now spans across beauty, skincare, fashion, travel, and home decor — all unified by her thoughtful approach and honest voice. She’s known for her meticulous attention to detail and her ability to create meaningful, relatable content that resonates with modern audiences.

Beyond being a creator, Srishti also works in brand strategy, giving her a dual perspective on how the influencer space truly operates. Her journey has inspired a generation of women to start creating without waiting for perfection — proving that real storytelling never goes out of style.

When she’s not filming or brainstorming campaigns, you’ll find her at home with her two cats and dog, balancing creativity and calm in equal measure.

Instagram: Srishti Bhatia

Interviewed by Monika Bhardwaj